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The Columbus, Ohio, outpost of Two Men and a Truck resembles most any family-owned moving and storage franchise. Ensconced on an industrial lot north of downtown, the company does business out of a metal warehouse. Brawny moving guys in matching gray T-shirts come and go. And on the lot outside, there’s a fleet of 40 trucks.

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Robert Klara is the senior editor of brands at Adweek, specializing in the evolution and impact of brands.

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Adweek is the leading source of news and insight serving the brand marketing ecosystem.